'Old' Spice 'New' Product

So we now know some things that Old Spice is doing and what they are doing well. We know that they have a strong segmentation game when segmenting to multiple target audiences. Those target audiences being the younger men ages 16-40 and then the target audience of the significant other of those younger men (recognizing that there is a correlation between these women seeing what their fathers used and having that effect on wanting their boyfriends to use the same thing). They seem to do a great job at segmenting and promoting the benefit to these targets. How though? We also know that they have an exciting ad campaign coupled with an exciting product design. Another thing that we’ve discovered is that Old Spice transformed from the Dad/Grandpa “classic” persona to targeting younger men with a more “fresher” look.

Now we need to dig deeper to prove they are doing these things well. What are some specific examples showing that their way of attracting these target audiences to their product? How do we know that the transition from the “classic” grandpa type to the younger “fresher” type is working well for them? Because it sure seems to be. What are some numbers that prove that these bold ad campaigns and sleek product designs are working?

We’ve been brainstorming some ideas on recommendations on how to improve Old Spice and here are some of our ideas. Keep in mind these ideas are still in the early stages and we still need to go back and show how the things that we said are working for Old Spice are actually working for them. But some of our ideas include: Selling Old Spice clothes, getting rid of Old Spice razors (which they actually sell), marketing to women (a unisex sort of product), marketing other products (i.e. Actual bear gloves, slippers), anti-aging lotions/creams, vitamin enhanced deodorant, they could freelance their advertising people since their ads are so good, putting product placement in their ads, anti-dandruff.